Purpose: This paper aims to help challenger marketers identify and target the right customer organization. Design/methodology/approach: This paper adopts a customer organization profiling route to targeting for challenger marketing that is predicated on a thematic analysis of key findings of...

Purpose: Target markets of new product brands (niche customers) differ from those of existing product brands (mainstream customers) using conventional new product brand development strategy. The purpose of this paper is to contend that acculturation in the form of cultural pluralism exists in...

Purpose: Career Development International (CDI) is an established source of scientific research on careers and development. The journal reached its 25-years milestone in 2021. To commemorate the occasion, the article aims to provide a retrospective of the major trends, research constituents,...

Purpose: This study aims to provide an overview of bank marketing through a retrospection of the International Journal of Bank Marketing (IJBM), the leading journal for bank marketing. Design/methodology/approach: This study conducts a bibliometric analysis to analyze the performance and...

Purpose: The article applies the citizen science phenomenon – i.e. lay people involvement in research endeavours aimed at pushing forward scientific knowledge – to healthcare. Attention is paid to initiatives intended to tackle the COVID-19 pandemic as an illustrative case to exemplify the...